Executive Summary

Business Overview
ES GLOBAL TOURISM LLC is an existing business operating in Deira, Dubai. We
are a leading provider of tourism services, offering a range of products and
services to cater to the needs of our diverse customer segments. With a team of
15 dedicated employees, we are committed to delivering exceptional experiences
to our customers.

Business Origins
ES GLOBAL TOURISM LLC was established with the vision of promoting the
beauty and cultural richness of Deira, Dubai to both local and international
tourists. Our passion for showcasing the hidden gems of our city led us to create
unique and immersive tour packages that provide an authentic experience for our
customers. We recognized the growing demand for hassle-free visa services and
decided to offer UAE Visa services as well, making it convenient for frequent
flyers, Dubai explorers, and family vacationers to obtain their visas.

Competitive Advantage
One of our key competitive advantages is our distribution channel, which
includes both online and physical locations. This allows us to reach a wider
audience and provide convenience and accessibility for all our customers.
Additionally, our personalized and exclusive tours set us apart from the
competition. We go beyond the typical tourist attractions and provide a deeper
understanding of Deira, Dubai's rich culture and history. Furthermore, our hassle-
free UAE Visa service ensures that customers can enter the country with ease,
saving them time and effort.

Financial Summary
We expect to generate a revenue of £1,100,000 in the upcoming year, driven by
the increasing demand for tourism services in Deira, Dubai. With our existing
customer base and the projected 100% future growth rate, we are confident in
achieving this target. Our strong financial performance is a result of our strategic
pricing, efficient operations, and effective marketing strategies. In conclusion, ES
GLOBAL TOURISM LLC is a well-established business that offers a range of
tourism services in Deira, Dubai. Our commitment to providing exceptional
experiences, convenient visa services, and personalized tours sets us apart from
the competition. With a strong financial outlook and a dedicated team, we are
poised for success in the dynamic tourism industry.

Situation Analysis

Industry Overview
ES GLOBAL TOURISM LLC operates in the vibrant and ever-growing tourism
industry in Deira, Dubai. As a well-established business, we have been providing
exceptional services to our customers for several years. Our business specialises
in offering UAE Visa services, local tour packages, sightseeing tours, private city
tours, and a hassle-free entry into the country for tourists and business travellers
alike. The tourism industry in Deira, Dubai is a key driver of economic growth and
development. With its rich cultural heritage, iconic landmarks, and world-class
infrastructure, Dubai has become a top destination for travellers from around the
globe. As a result, the demand for tourism-related services, including visa
assistance and guided tours, has witnessed a significant surge in recent years.

Key Market Trends:

 The rise of online travel bookings: With the increasing use of technology and
the internet, there has been a shift towards online travel bookings. Customers
now prefer the convenience and ease of booking their travel arrangements
online. As a result, we have invested in a robust online platform that enables
customers to book our services with just a few clicks.
 Growing preference for personalised experiences: Today's travellers are
seeking unique and personalised experiences. They want to explore the local
culture, interact with locals, and discover hidden gems. Our private city tours
cater to this demand by offering exclusive and customised experiences, allowing
customers to create lasting memories.
 Increasing focus on sustainable tourism: Sustainability has become a key focus
in the tourism industry. travellers are now more conscious of their environmental
impact and seek eco-friendly options. At ES GLOBAL TOURISM LLC, we are
committed to promoting sustainable tourism practises by partnering with local
businesses that prioritise environmental conservation.
 Expanding target market: The tourism industry in Deira, Dubai is not only
attracting leisure travellers but also business travellers. With its world-class
conference facilities and booming business sector, Dubai has become a hub for
corporate events and conferences. We have tapped into this market by offering
visa assistance and tailored services for business travellers.
 Emphasis on safety and security: In the wake of global events, safety and
security have become paramount for travellers. At ES GLOBAL TOURISM LLC, we
prioritise the safety and well-being of our customers. We have implemented
stringent safety measures and partnered with reputable transportation providers
and tour guides to ensure a secure and enjoyable experience for our customers.In
conclusion, the tourism industry in Deira, Dubai presents immense opportunities
for ES GLOBAL TOURISM LLC. With our existing business status, diverse range of
services, and commitment to customer satisfaction, we are well-positioned to
capitalise on the industry's growth and cater to the evolving needs of travellers.

SWOT Analysis
Strengths
 Our online and physical distribution channels provide convenience and
accessibility for all our customers. By offering both online bookings and a
physical location, we cater to a wider range of customers and provide them
with the flexibility to choose their preferred booking method.
 Our personalised and exclusive tours provide a unique experience for our
customers. We pride ourselves on offering customised itineraries and
personalised services that cater to the specific interests and preferences of
 our customers. This sets us apart from other tour operators and enhances
customer satisfaction.
 Our hassle-free UAE Visa service helps customers enter the country with
ease. We understand the complexities and challenges of obtaining a visa,
and we have streamlined the process to make it as smooth and convenient
as possible for our customers. This value-added service gives us a
competitive edge in the market.
 We have a prime location in Deira, Dubai, which is a popular tourist
destination. Being situated in a well-known and easily accessible area
allows us to attract a steady flow of customers and capitalise on the high
demand for tourism services in the region.
 We have an experienced and dedicated team of 15 employees who are
passionate about delivering exceptional customer service. Our staff
members are knowledgeable about the local attractions, culture, and
historey, ensuring that our customers have an enriching and memorable
experience.

Weaknesses
 We are heavily dependent on the tourism industry and its fluctuations. Any
downturn in the industry or unforeseen events, such as natural disasters or
political instability, can significantly impact our business. To mitigate this
risk, we constantly monitor market trends and diversify our offerings to
attract a wider customer base.
 We have a limited range of products and services. While our current
offerings are well-received by customers, there is a potential for growth by
expanding our portfolio to include additional tour packages and services.
We are actively exploring partnerships and collaborations to enhance our
product offerings and cater to diverse customer needs.

Opportunities
 The tourism industry in Deira, Dubai, is growing rapidly, presenting ample
opportunities for business expansion. By capitalising on this trend, we can
attract more customers and increase our market share.
 The rising popularity of experiential travel provides an opportunity for us to
offer unique and immersive experiences to our customers. By curating
innovative and off-the-beaten-path tours, we can cater to the growing
demand for authentic and memorable travel experiences.
  The increasing number of international events and exhibitions in Dubai
creates a potential market for our services. By targeting business travellers
attending these events, we can tap into a lucrative segment and generate
additional revenue.
 The growing trend of sustainable tourism presents an opportunity for us to
differentiate ourselves as an eco-friendly and responsible tour operator. By
incorporating sustainable practises into our operations, we can attract
environmentally conscious travellers and contribute to the preservation of
the local environment and culture.

Threats
 We are heavily impacted by seasonality and tourism industry trends.
During off-peak seasons, there may be a decline in tourist arrivals, resulting
in reduced demand for our services. To mitigate this, we implement
targeted marketing campaigns, offer special promotions, and explore
partnerships with travel agencies to attract customers during slower
periods.
 Competition in the tourism industry is fierce, with numerous tour operators
vying for customers' attention. To stay ahead, we continuously monitor our
competitors' offerings, differentiate ourselves through unique experiences
and exceptional customer service, and invest in marketing strategies to
enhance our brand visibility.

Marketing
Business Objectives
Short-term Objectives
 Increase online visibility and brand awareness by implementing a targeted
digital marketing campaign within the first year of operation.
 Expand our customer base by 20% within the next two years through strategic
partnerships with local hotels and travel agencies.
 Enhance customer satisfaction by implementing a feedback system and
addressing any concerns or suggestions within three months of receiving
feedback.
 Improve website functionality and user experience by optimizing loading
speed and ensuring mobile responsiveness within the first year.

Medium-term Objectives
 Establish ES GLOBAL TOURISM LLC as the leading provider of UAE Visa
services in Deira, Dubai within the next three years.
 Expand our physical presence by opening a second office in a key tourist area
within five years.
 Increase market share by 15% within the next four years through targeted
marketing campaigns and competitive pricing strategies.
 Develop and launch new tour packages that cater to specific customer
segments, such as adventure seekers or luxury travellers, within the next four
years.
Long-term Objectives
 Expand our operations internationally by entering new markets, such as
Europe and Asia, within the next seven years.
 Establish ES GLOBAL TOURISM LLC as a trusted and recognised brand globally
within the next eight years.
 Implement sustainable tourism practises across all aspects of our business,
including transportation and accommodation, within the next ten years.
 Achieve a net profit margin of 20% within the next ten years through cost
optimization and revenue growth strategies.By setting these SMART objectives,
we aim to position ES GLOBAL TOURISM LLC as a market leader in the tourism
industry in Deira, Dubai. We are committed to providing exceptional services,
expanding our customer base, and contributing to the growth and development
of the tourism sector. With a focus on customer satisfaction, innovation, and
sustainability, we are confident in achieving these objectives and establishing a
strong foundation for long-term success.

STP
Segmentation
At ES GLOBAL TOURISM LLC, we understand the importance of catering to the
unique needs and preferences of our customers. Through careful segmentation,
we have identified several distinct customer segments that we will target with our
products and services.
 Frequent Flyers
 Our first customer segment consists of frequent flyers who frequently
travel to and from Dubai. These individuals are often on the lookout for
convenient and hassle-free travel experiences. They value efficiency and
reliability in obtaining their UAE visas and appreciate local tour packages
that offer a unique perspective on the attractions and culture of Deira,
Dubai.
 Demographics: This segment primarily comprises individuals who travel
frequently for business or leisure purposes. They are typically between the
ages of 25 and 45 and have a medium-income level.
 Purchasing behaviour: Frequent flyers are willing to pay a premium for
services that save them time and provide a seamless travel experience.
They are likely to book their visas and tour packages online for added
convenience.
Dubai Explorers
Our second customer segment consists of Dubai explorers who are eager to
discover the hidden gems and cultural heritage of Deira, Dubai. These individuals
are curious and adventurous, seeking authentic experiences that allow them to
immerse themselves in the local culture.
Demographics: This segment includes tourists and expatriates who are visiting or
residing in Dubai temporarily. They are diverse in age and background, with a
medium-income level.
Purchasing behaviour: Dubai explorers are interested in sightseeing tours that
offer a unique and immersive experience of Deira, Dubai's rich culture and
historey. They are likely to book their tours in advance and appreciate
personalised recommendations.
Family Vacationers
Our third customer segment comprises family vacationers who are looking for
memorable experiences that cater to the needs of the whole family. These
individuals prioritise safety, convenience, and engageing activities that can be
enjoyed by both children and adults.
Demographics: This segment includes families with children of various ages who
are planning a vacation in Dubai. They have a medium-income level.

Purchasing behaviour: Family vacationers are interested in private city tours that
offer an exclusive and personalised experience of Dubai's culture and attractions.
They are likely to book their tours and visas through a combination of online and
physical channels.

Business travellers
Our fourth customer segment consists of business travellers who visit Dubai for
work-related purposes. These individuals require efficient visa processing and
may also be interested in local tour packages or private city tours during their
downtime.

Demographics: This segment primarily comprises professionals who travel to

Dubai for conferences, meetings, or other business engagements. They have a
medium to high-income level.

Purchasing behaviour: Business travellers prioritise convenience and reliability

when it comes to obtaining their UAE visas. They may also seek local experiences
to make the most of their time in Dubai.

 Luxury Seekers
Our fifth customer segment consists of luxury seekers who are willing to indulge
in high-end experiences and services. These individuals value exclusivity,
personalised attention, and unique offerings that showcase the luxury side of
Dubai.

Demographics: This segment includes individuals with a high-income level who

have a penchant for luxury travel experiences. They are often discerning travellers
who seek the finest accommodations, services, and attractions.

Purchasing behaviour: Luxury seekers are willing to pay a premium for premium
services and experiences. They expect exceptional customer service and
personalised recommendations tailored to their preferences.
Targeting
After careful consideration, we have chosen to target the Frequent Flyers, Dubai
Explorers, and Family Vacationers segments. These segments represent a
significant portion of our target market and align with our business goals and
capabilities.

We have chosen to target the Frequent Flyers segment because they are likely to
be repeat customers who value convenience and efficiency. By offering hassle-
free UAE visa services and unique local tour packages, we aim to become their
go-to provider for all their travel needs.

The Dubai Explorers segment is an attractive target because they are curious and
adventurous individuals who actively seek out authentic experiences. Our
sightseeing tours will allow them to discover the hidden gems of Deira, Dubai,
while our UAE visa services will ensure a seamless travel experience.

Family Vacationers are another important segment for us to target. By offering

private city tours that cater to the needs of the whole family, we aim to provide
memorable experiences that will create lasting memories for both children and
adults. Our hassle-free UAE visa services will also simplify their travel
preparations.

Positioning
At ES GLOBAL TOURISM LLC, we position ourselves as the premier provider of
UAE visa services and unique travel experiences in Deira, Dubai. We understand
the diverse needs of our target segments and strive to exceed their expectations
at every touchpoint.

For the Frequent Flyers segment, we emphasize our efficiency and reliability in
obtaining UAE visas and offer local tour packages that provide a fresh perspective
on Deira, Dubai's attractions and culture.

For the Dubai Explorers segment, we position ourselves as the gateway to

authentic experiences, showcasing the hidden gems and cultural heritage of
Deira, Dubai through our sightseeing tours and hassle-free UAE visa services.
For Family Vacationers, we highlight our family-friendly private city tours and
stress the convenience of our UAE visa services, ensuring a stress-free and
enjoyable vacation for the whole family.

By targeting these segments and positioning ourselves as a trusted provider of

UAE visa services and unique travel experiences, we aim to capture a significant
share of the tourism market in Deira, Dubai, while delivering exceptional value to
our customers.